This article contains an affiliate link(s). Learn More.
Created by The Visionary Lab in conjunction with Vitra and Levi’s, Icons Re/Outfitted is making a bold statement by giving iconic chairs a second life through upcycled denim.
Where Design Meets Denim
The heart of this project lies in its creative transformation. Icons Re/Outfitted ingeniously merges the worlds of timeless furniture design, featuring classics like the Eames Shell Chair and Coconut Chair, with the enduring allure of Levi’s denim.
An assembly of talented designers, including Nkwo Onwuka, Hannah Brabon, Kelly Konings, Tim Dekkers, Sophie Cagniart, Norman Monsanto, Barbara Polderman, and Sarmite Polakova, were given the unique opportunity to reimagine these iconic Vitra chairs using discarded denim. The result is a captivating collection of chairs showcasing a diverse range of innovative techniques and traditional craftsmanship.
Creative Alchemy in Action
These designers brought a fresh perspective to classic chairs, breathing new life into them while promoting sustainability. For example, Tim Dekkers ingeniously used denim scraps to transform the Coconut Chair by George Nelson. Nkwo Onwuka seamlessly blended traditional African craftsmanship with modern upcycling techniques to re-envision the Amoebe chair by Verner Panton.
Sophie Cagniart paid homage to Levi’s 501 jeans’ 150th anniversary by reviving the Plywood Group LCW Chair by Charles & Ray Eames. She incorporated vintage Levi’s 501 jeans and employed traditional Japanese embroidery techniques to create a fresh, tactile experience.
A Message Beyond Aesthetics
The upcycled chairs in “Icons Re/Outfitted” are more than just beautiful pieces of furniture. They carry a message of heritage, innovation, and sustainability. Each chair prompts viewers to reflect on the environmental impact of waste and encourages a shift in mindset – waste isn’t waste until you waste it.
This project is a testament to craftsmanship and the well-being of our planet. It highlights the potential of end-of-life denim for both the fashion and interior industries, and it beautifully demonstrates how creativity and sustainability can be a powerful duo.
“We’re thrilled to be a part of Icons Re/Outfitted, which not only champions innovation and craftsmanship, but also demonstrates how the lifespan of our textiles can be prolonged through innovative methods of design,” says Anit Van Eynde, VP of North Europe Marketing & BX, at Levi Strauss & Co. “This year marks the 150th anniversary of the Levi’s 501 jean and, as we celebrate the incredible history of this iconic product, these one-of-a-kind, artful chairs invite us to consider the creative potential of reimagined denim.”
The Spotlight at Dutch Design Week
Dutch Design Week, the epicentre of innovative design, provided the perfect backdrop for “Icons Re/Outfitted.” The project took center stage, where it was showcased alongside other cutting-edge design concepts, solidifying its position as a pioneer in the world of sustainable design.
All images in this article are courtesy of The Visionary Lab.
